A Study of the Impact of Strategic Orientation on Organizing Capacity and Industrial Difference
- 2013年 
【中文摘要】处于不同产业的企业，在不同的战略导向作用下如何有针对地配置资源，形成适合自身的能力组合以获取可持续竞争优势，是战略研究中亟待解决的问题。以资源基础理论和资源配置理论为基础，通过对京津地区290家企业的实证调查研究结果表明，市场导向对创新能力和营销能力具有正向影响；学习导向对创新能力具有正向影响，而对营销能力有负向影响；创新能力在制造业企业中发挥着更重要的作用，而营销能力在服务业企业中的作用更加突出。随着服务化程度的提升，企业需要逐步加大对营销能力培育的投人，这更有利于维持企业绩效的增长。 【Abstract】This paper argues that it is a strategic imperative for enterprises from different sectors to figure out the right way of deploying resources to form their own capability-portfolio with various strategic orientations in order to secure sustainable competitive advantages. Based on resource-based theory and resource deployment theory as well as an empirical investigation of 290 enterprises across Beijing and Tianjin, our study shows that market orientation exerts a positive effect on both innovative ability and marketing ability, whereas learning orientation has a positive effect on innovative ability, but a negative effect on marketing ability. In addition, innovative ability has a stronger impact on manufacturing firms, while marketing ability plays a more important role in the service sector. With a higher degree of service, it is suggested that firms need to invest gradually more in cultivating marketing ability, which works better to maintain a sound business performance.